e-s rvieneio
e c ar
conce pt & sc
ac ourse prepared
r
by yves pigneu
spired
presentation in
lds
by Garr Reyno

concept
^
& s cenarios

s ervice
co ncept design
sc enario

SERVICE

f ront
s tage online
back
s tage

a “service c oncept” ...
how to define
illustrations.fr

A service concept defined as ...
“ actual service, and the value or
A value proposition defines an
benefits perceived by
customers of the service.
”

FACILITATE RESEARCH AND REDUCED TRANSACTION
COSTS
SPEED UP DISTRIBUTION
IMPROVE THE QUALITY OF SERVICE
IMPROVE FACILITY AND EXPERIENCE OF BUYING
IMPROVE THE TRANSPARENCY OF INFORMATION BY
OPENING UP THE INFORMATION SYSTEM
DEVELOP A SENSE OF COMMUNITY, AND IMPROVE THE
DIFFUSION OF KNOWLEDGE,
BIND COMPLEMENTARY PRODUCTS

The value proposition defines the
relationship between
^according
to
Ajit Kamb
il et al.
the fulfillment of needs
across multiple customer roles
the performance attributes of
services
the total cost

customer roles
performance
cost

customer roles & life cycle
post
pre
use
buy

information searching

evaluating alternatives

counseling

co-creating

order taking

billing & payment

evaluating service performance

safekeeping

problem solving

repairing

transferring

performance & fulfillment of needs
unanticipated
innovation
expected excelle
nce
desired
imitative
basic m
e too

un anticipated
expected
desired
post
pre
core
use
basic buy

cost, risk & effort
direct
auxiliary
cost
physical
effort risk financial
acquisition selection
operation delay
complementary functional
psychological

value frontier
^
accord
high-end
ing to
Ajit Ka
market
mbil e
me too
t al.
imitative
low cost
innovation
performance / cost

service concept
refund ticket
customer role:
post-encounter (transfer)
performance:
excellence (expected)
Provide an easy way to handle the cost:
refund requests for unused tickets reduce effort for customer

service (work) system
customers:
refund ticket remote users
information:
flights
customers
reservations
technologies:
web browser
phone
work practices:
!check reservation
!cancel reservation
!refund ...
Provide an easy way to handle the participants:
refund requests for unused tickets customer
call center

DESIGN

the desig ner’s
toolk it ...

s toryt elling

“Once upon a time ...”
usages ???
illustrations.fr

books

storyteller

movie screenplay

diary and handwriting

scena rios

“ In scenario-based design, descriptions of
usage situations become more than just
orienting examples and background
data, they become first-class design
objects. Scenario-based design takes
literally the adage that a tool is what
people can do with it.
”
Mary Rosson & John Carroll
“Scenario-based usability engineering”

A scenario is ...
^according
to Ross
on
a story about people and their activities
describing current practices or hypothetical
futures
from the point of view of a specific persona

what is a persona ?
illustrations.fr

Persona
archetype or stereotype of real users
can serve as a focus in the design process
with goals to achieve

of work practice
s cenarios
are con structed

A scenario ...
^ according
to Ross
on
“ depicts actors, goals, supportingof thoughts,
other artifacts, and a sequence
tools and
actions, and events through which goals are
achieved, transformed, obstructed, and/or
abandoned.
”

what is an artefact ?
illustrations.fr

Artefact
^according
Rosson
to
is a (man-made or) designed entity
reflects knowledge, roles, and procedures
related to a task
actual meaning apparent when observed in
use

I’D LIKE TO GET THE
DOCUMENT ...
OK, I’LL GIVE YOU
THE DOCUMENT ...

service concept & scenario
consult document scenario 1
Cécile comes at Céline’s desk and
ask her to consult a confidential
document
Céline notices that Cécile is
employed by CRI and is
accredited, that the document
corresponds to an archive
reference, and that is available.
Céline records the consultation.
On base of the document’s
location supplied by the system,
Provide an easy way to borrow a she pick up the document and give
document from the library it to Cécile .

ios are it eratively
scenar
analyzed , revised,
a nd refined

Claim analysis
^according
to Ross
on
design feature with positive and negative
impacts on use experience
balanced analysis with pros and cons
scenario refinement (with what-if)

scenario > claim analysis
scenario 1
feature
Cécile comes at Céline’s desk and confidentiality check
ask her to consult a confidential
document
+
Céline notices that Cécile is
employed by CRI and is important feature
accredited, that the document
corresponds to an archive
reference, and that is available. -
accuracy if differed
Céline records the consultation.
On base of the document’s suggestion
location supplied by the system,
she pick up the document and give
real-time checking
it to Cécile .

I’D LIKE TO GET THE
DOCUMENT ...
SORRY, YOU ARE NOT
ALLOWED TO GET IT

wing to
efer dra faster,
“I pr
ing. Dra wing is
talk om for
an d leave s less ro
lies”
Le Co rbusier

according
to
Chen Ch
ang & co
to be followed ...
http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners

ge t users involved

to be followed ...

service concept
value proposition
review \" customer roles
\" performance attributes
\" cost

scenario
stories
review \" about people and
\" their activities
\" point of view of a persona